The project itself :
Project Overview
Maccabi Haifa is Israel’s top football club, known for its rich history, strong values, and passionate fan base. With consistent success and deep community support, a well-designed digital ecosystem is essential for reinforcing the club’s professionalism, brand image, and fan experience on and off the field.
Problem:
Despite the club’s on-pitch excellence, its digital presence failed to deliver a modern, emotionally engaging experience—creating a disconnect between the team’s performance and the way fans interacted with the brand online.
Goal:
Bridging on-pitch excellence with a modern, emotionally engaging digital experience.
My role:
Full end-to-end design process, including ideation, research, concept development, wireframes, and high-fidelity UI as a solo designer
Deliverables:
Responsive website, online store, and mobile app
All about the user & market
The Research
My research was divided into two tracks. The first focused on the user : mapping their behaviours, journey, emotional triggers, pain points, and the challenges they encountered across the club’s digital ecosystem. The second track involved extensive market and competitive research, studying top European football clubs to understand industry standards, best practices, and emerging patterns in digital fan engagement. This benchmarking process revealed clear gaps between Maccabi Haifa’s experience and global leaders, helping define how the redesigned ecosystem should evolve in terms of UX, visual identity, functionality, and personalization.
User Personas
Personas were selected by conducting user research and identifying common pain points, that frustrate and block the user from getting what they need from a product.
User Journey Map
I created a user journey map of Daniel’s experience to identify pain points and establish a clear foundation for the improvement roadmap.
Pain Points
Negative Perception
An unprofessional-looking website can create doubts about the club's overall management and commitment to fans.
Information Gap
Difficulty finding updated news and schedules leaves fans feeling disconnected from the club.
Personalization
Fans are treated as a single group rather than individuals with unique preferences.
Market Research
I performed an in-depth market analysis of top European clubs and additional indirect references, evaluating content, hierarchy, CTAs, navigation, architecture, branding, and emotional engagement to define best practices and the benchmark for excellence.
Conclusions
Emotional "stickiness"
Build an emotional connection with users by leveraging powerful media and imagery that reinforces the club's identity.
Personalization
Creating a personalized encounter enriched with additional benefits beyond mere information dissemination.
Ease Functionality
Provide a seamless user experience, making it simple to buy tickets, shop for merch, and find relevant information.
The clear version :
Design
The concept focused on creating a modern, sports-driven design with a strong emphasis on the club’s brand, creating instant recognition. Its layout uses a clean grid structure with bold headlines, high-impact photography, and video highlights to bring team's energy to the screen. The design prioritizes usability and revenue streams, with clear calls to action keeping fans engaged with news and media.
Website
These are a high fidelity design that represents a final product
Homepage
Immersive, high-impact visual experience that pairs high-resolution action video with a clear hierarchy for match-day info and breaking news to create an immediate emotional connection with fans.
Match Center
Turning the match into an all-day journey that draws fans into the atmosphere before kickoff, keeps them connected during play, and extends the experience long after the final whistle.
"Play by Play"
During the match, fans receive live highlights, key moments, and lineup updates.
Online store
Mobile App
The official Maccabi Haifa app serves as a high-performance fan hub that prioritizes speed and utility by integrating live match-day updates, digital ticketing, and exclusive media into a clean, "fan-first" interface. From a UX/UI perspective, it creates a frictionless experience through a personalized "My Account" area and QR-based entry systems that bridge the gap between digital engagement and the physical stadium atmosphere.
The project schematically :
Outcome
The project creates an immersive digital home that brings the energy of the stadium to the fan's screen through a modern and clean interface. From a UX perspective, it simplifies complex content management, including news, ticketing, and live statistics, into a clear visual hierarchy that gives fans instant access to critical information. The outcome is a high-performance ecosystem that blends premium aesthetics with functional speed, deepening the emotional connection between the club and its community.